Beauty business is booming in Brazil ahead of Makeup in Sao Paulo

Make-up is on the rise in Brazil, despite a challenging economic climate, new figures have revealed.

The industry accounted for sales of US$3.455 billion in 2014, and according to Euromonitor, that number is set to rise this year. Market research firm Mintel predicts a growth of 10.2 percent between 2015 and 2019.

Brazil, a nation known for its love of cosmetics, boasts the third-largest make-up industry in the world, according to the beauty show MakeUp in Sao Paulo. Makeup accounts for 7.7 percent of the country's cosmetics industry in total, with the biggest share being taken up by nails, at 28 percent. Lip, face and eye products account for 24 percent each of the market.

Brazilian women have long focused on skincare and general well-being as part of their beauty regime, with makeup itself a secondary concern. But thanks to increasingly intelligent solutions such as lighter coverage foundation and multi-purpose products, there is a shift in the trend.

The second edition of MakeUp in Sao Paulo hits the city this December, and will comprise a series of conferences dealing with this change. Topics up for discussion include: "Foundation: the 'extra-liquid' revolution", "Nail polish: what's up in Brazil?" and "Makeup for men without labels". The show will also look at new formulas for lipstick and mascara, connected beauty and the hottest new Brazilian brands on the market.

The "MakeUp In" trade show is one of the biggest in the beauty industry. It opened in Seoul in April this year, before moving on to Paris and New York. MakeUp in Sao Paulo will run December 8-9.